How to use UGC on social media

UGC, or User-Generated Content, has become one of the most effective ways for businesses to create content that feels natural, credible and engaging.

Rather than traditional advertising, UGC often relies on a more personal touch. It might be a customer showing a product, a content creator talking about a service, or a short video in which someone demonstrates how something works in everyday life.

For businesses, the strength lies in the fact that the content can be used in a variety of ways – both organically on social media and in paid adverts.

Here, we’ll look at how to use UGC in a smart and well-thought-out way.

Start with a clear goal

Before you create UGC, you need to know what the content is intended to achieve.

Would you like to:

• build trust
• demonstrate how a product works
• generate more clicks
• get more bookings
• increase sales
• explain a service
• generate more engagement on social media

When the aim is clear, it becomes much easier to plan the content.

For example, a video designed to build trust does not necessarily have to look the same as an advert designed to drive sales.

Tailor UGC to the platform

UGC works best when it feels natural for the platform on which it is published.

Short, fast-paced videos often work well on Instagram Reels and TikTok.

On Facebook, slightly longer content can work better, especially if the target audience is older.

YouTube Shorts also require a clear message right at the start.

The important thing is that the content doesn’t feel like the same video that’s simply been copied across all platforms.

Adapt the format, length and subtitles to suit where the content is to be used.

Use a clear hook

The first few seconds are crucial.

A hook is the part that grabs the viewer’s attention and makes them keep watching.

Examples might include:

• “I didn’t think this would make such a big difference.”
• “This is my simplest tip at the moment.”
• “If you’re having trouble with this too, have a look.”
• “I wish I’d found this sooner.”

A good hook needs to feel natural and relevant.

It should spark curiosity without coming across as over the top.

Show the problem first

An effective UGC video often begins with a problem that the target audience can relate to.

These could include:

• connection is too slow
• difficult to find the right product
• lack of time
• a complicated process
• poor quality
• uncertainty about a purchase

When the viewer recognises the problem, the content becomes more relevant.

The product or service can then be presented as a solution.

Show the product or service in use

UGC works best when the viewer actually gets to see how something is used.

It is often more effective than simply talking about the benefits.

For example:

• how the product works
• how quickly it can be used
• what it looks like in real life
• how the service is used
• what the result will be

It makes the content more concrete.

For digital services, you can show the screen, the process or the result.

Keep the language natural

UGC shouldn’t sound like a traditional advert.

Avoid overly formal language and long scripts.

It’s often better to use short, simple sentences.

For example:

“I tried this out last week and it went much quicker than I thought.”

often feels more credible than:

“This innovative solution offers an efficient and user-friendly experience.”

Good UGC sounds like a real person, not like a leaflet.

Always add subtitles to the video

Many people watch social media with the sound off.

That is why UGC videos should almost always have subtitles.

The text should read:

• clear
• short
• easy to read
• positioned so that it is not covered by buttons
• optimised for mobile screens

Please highlight the key words rather than writing long paragraphs.

Combine numbers with pictures of the environment

A UGC video does not have to show the person speaking the whole time.

It’s often better to mix things up.

For example, you could start by having the person speak directly to the camera and then show:

• the product
• the environment
• how it is used
• a detail
• the result

It adds more pace and makes the video more interesting to watch.

Use different types of UGC

It’s good to vary the content.

Problem and solution

Show a common problem and then present the solution.

Product demonstration

Show, step by step, how to use the product.

Testimonial

Ask someone to tell you about their experience.

Lifestyle video

Show the product in a natural, everyday setting.

Unboxing

Show the first impression when the product is opened.

Tips and guides

Let the product or service become a natural part of a useful tip.

[IMAGE 2 – examples of different UGC formats for social media]

UGC in organic posts

UGC doesn’t always have to be advertising.

It can also be used in the company’s regular social media feed.

In this context, the content works well to add variety and show a more human side to the brand.

For example, you can share:

• customer videos
• reviews
• behind the scenes
• product demonstrations
• customer case study
• tips
• reactions

It helps to build relationships and trust over time.

UGC in paid adverts

UGC also works very well in adverts.

In the case of adverts, it is particularly important that the content quickly shows what the reader stands to gain from the product or service.

A simple structure might be:

1. Hook
2. Problem
3. Solution
4. Product or service
5. Results
6. Call to action

This makes the video easy to follow.

In adverts, you can also test several versions with different hooks and messages.

Try out several variations

A major advantage of UGC is that it is relatively easy to create multiple versions.

You can try:

• various hooks
• different lengths
• various people
• different environments
• various calls to action
• various texts

That way, you can see which content works best.

It’s often better to try out several simple videos than to spend all your time on a single, perfect production.

Align the content with the brand

UGC should feel natural, but it should still be appropriate for the company.

Please note:

• tonality
• colours
• subtitles
• music
• message
• target audience

If the brand has a calm and professional image, very fast-paced and loud UGC might not be appropriate.

If the brand is young and dynamic, this might be the right approach instead.

The important thing is that the content feels authentic without losing sight of the company’s identity.

Think about your rights

If you use content created by other people, you must have the right to use it.

This applies in particular if the material is to be used in paid advertisements.

Please decide in advance:

• where the content may be used
• how long
• whether it may be used in adverts
• whether the company is permitted to edit the material

Clear terms and conditions reduce the risk of misunderstandings later on.

How small businesses can get started with UGC

You don’t need a big budget.

Start simple.

Choose a product or service and create a few short videos.

Try, for example:

• a testimonial
• a product demonstration
• a problem-solving video

Publish them organically and see how your target audience reacts.

It quickly gives you a feel for what sort of content works best.

Summary

UGC works best when it feels authentic, clear and relevant.

Start with a clear objective, use a strong hook and show the product or service in a real-life situation.

Vary between different formats and tailor the content to the platform.

By combining authentic content with clear messages, UGC can help businesses build trust, foster engagement and achieve better results in both organic posts and adverts.

Find out more about our services

Do you want to create UGC and content that feels natural and engaging? Find out more about our services in content creation and social media and how Svea Designs can help you create content for both organic posts and adverts.